Orlen Launches "Orlen. Z Energia" Brand Platform Selling Fuel Litres and kWh Under One Claim

Orlen has launched a brand platform called "Orlen. Z Energia" built to underline the multi-energy character of the brand and deepen its link with consumers. The strategy sets two dimensions of energy against each other: a measurable one delivered by the brand, such as litres of fuel or kWh of electricity, and an emotional, unmeasurable one.

The retail promotion attached to the launch runs until August 30. Users of the Orlen Vitay app can get a discount of 20 groszy per litre on Efecta and Verva fuels every weekend.

That discount rises to 35 groszy per litre after an additional purchase of at least 5 zlotys in the shop or the food service area. A single fill-up is covered up to 50 litres.

The promotion is accompanied by the presentation of the seasonal Stop.cafe food offer at Orlen stations. That pairing puts the forecourt shop and the pump on the same discount mechanic, with the in-store spend acting as the trigger for the higher per-litre rebate.

Advertising is planned across television, digital channels, out-of-home (OOH), digital out-of-home (DOOH), social media and radio. Creative work is handled by the agencies Ogilvy and Grey, production was carried out by the production house Film Produkcja, and media planning and buying is run by the agency Re58.

Ogilvy and Grey are responsible for creating and implementing the new strategic communication platform for Orlen under the claim "ORLEN. Z ENERGIA.". Maciej Twardowski, chief creative officer at Ogilvy, commented on the claim as the core of the new platform.

Rafal Dmowski, director of the marketing communication department at Orlen, spoke about a platform founded on life insights and emotional storytelling. Piotr Suchodolski, executive director for commercial marketing at Orlen, commented on the summer fuel promotion and the station food offer.

For a global energy readership, the mechanism matters more than the media plan. A refiner that also sells electricity is describing both product lines in a single retail unit of account, putting litres and kWh under one claim rather than running separate fuel and power brands. The measurable side of the platform is explicitly defined by the company as litres of fuel and kWh of electricity, which is a marketing statement of the multi-energy positioning rather than a disclosure of volumes.

The promotional architecture is conventional forecourt economics: a loyalty app gate, a weekend window, a volume cap of 50 litres per transaction, and a step-up rebate conditional on a small non-fuel basket. What is new is the framing around it. The brand claim, not the fuel grade, is the umbrella under which the discount, the coffee counter and the electricity offer are presented.

Marketing przy Kawie reported the platform launch on July 17, 2026. PublicRelations.pl published its account on July 18, 2026, under a press release byline.